Having analysed through all the eight marketing mix, one overall comment which I would give on Singapore Biennale 2008 is: Brilliant choice of a mix in marketing the event, yet there is no feel of wilderness.

That’s right! Firstly, the product was excellently presented to the consumers because of the experience it gave to the visitors through guided tours. However, weaknesses start rolling in to the ‘place’ marketing mix. As mentioned earlier, there were no sheltered pathways available during rainy days and the ticket sales venues were rather insufficient.

Probably the organisers could have sold their tickets through ticket booth at City Hall MRT Station or through SISTIC, where many may get it through most heartland malls.

Thirdly, SB08 could have done even better if there were partnerships with some lifestyle/weekly magazines (e.g. i-weekly, 8-days), where readers get to read on the Biennale, thus having the probability of them to visit the exhibition.

Nonetheless, they had done a good job in selecting City Developments Limited, EladGroup, and Dubai World as their main sponsors as these three companies are recognisable in the tourism sector and that both parties have a shared goal; that is to create awareness.

In addition to the above, I personally feel that promotion strategy was not sufficiently and effectively used as there were little commercial advertisements through the media. Frankly speaking, I learnt about this event through the news at ten on channel 8.

I thought that it was a waste that the organiser did not use the Kids Biennale as its promotional strategy for commercial advertisements. They could have simply showcased the Windmill Garden which was colourful enough to attract kids’ attention. After all, it is always easier to target at the kids than the adults!

Under the part of programming, the organiser had actually planned it well for the duration of the event as well as the various sub-events. It helped to arouse awareness of SB08 within people and also continuously encouraging the public to visit the exhibit.

To add on, although all stakeholders were involved in the event, they were however not effectively used. An example would be: Since Ikea was one of the preferred sponsors, what the organiser could actually do was to partner with Ikea and promote the event through their advertisements.

What I like most was the pricing strategy implemented. Tickets were sold at a low price, in which students can get a chance to have a ride on the Singapore Flyer as well as visiting the various exhibits only at a price of S$25.65! A normal ticket to the Singapore Flyer for a tertiary student like me cost S$29.50.

Lastly, I thought that the packaging strategy could be strengthened further if they were to package it with the hotels located within the Marina and City Hall area.

Singapore Biennale 2008 was a way of promoting Singapore internationally and regionally. It has definitely helped Singapore in earning more tourism receipts, and in years to come, tourists may return to our lion city for the next Biennale!